Invading Club America: Loyalty to the Masses in the United States

The arrangement of the pieces continues for better interaction between Club America and its fans in the United States. There are favorable moments for the approach, both new and traditional, which currently contains divergent communication strategies for both Spanish-speaking and English-speaking fans. A new moment is the opportunity for the League Cup version where all Liga MX teams will play official matches in the US, and the traditional moment is the constant response of fans in the US to days like the National Classic.

The América-Chivas 2021 edition left more witnesses to the echo that follows vultures from miles away. Arturo Miguel Peralta, Club America’s digital chief, told El Economista that on the night of El Clasico, the club’s social networks (outside Mexico) had a flow of interactions mainly from Los Angeles, Houston and New York.

“We have close to 20 million followers on the networks (FB, Twitter, Instagram) and just over 2 million followers from the US, which is 10 percent, but we obviously want to grow, and that includes a strategy with brand content as well as in games. played in the United States.

Mexico and the United States are two markets that add to the club’s 36 million fans, six million of whom live in the United States, Karina Montalbán, the club’s marketing director, told this newspaper at the beginning of the year, when it opened. Ameshop as a way to cover binational trade offer. The online store hastened its launch due to the epidemic, but now with the fans returning to the stadiums and before the new door to interact with the fans that the League Cup will open, the club is strengthening communication between its fans.

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“Digital is the only form of communication that fans in the US have before games. It will add the League Cup to the network’s accounts, but not because of the league specifically but because of the consistency of content. America is one of the teams with the most performances in the US before the League Cup.” Now the matches will be of an official nature, which will give the fans a greater expectation that the result is important”, stated the head of the digital department of the club.

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